Affinity: Beyond Branding - Paperback

by Martin Goldfarb (Author), Howard Aster (Author)

A major new book breaking new ground in marketing, this book is all about affinity. Affinity is a new concept. It is a new way of thinking. This book is cultural consumer anthropology. It is observing and understanding purchasing behavior, it is about influencing that behavior. Affinity is all about culture and the way we live; about the artifacts around us and how we feel or associate with them; it is the reconnection between business and the street, between the storyteller and the listener.

Author Biography

Martin Goldfarb is one of the most successful entrepreneurs in Canada and a leading expert in the study of human behavior as it relates to the marketplace and society. He built Goldfarb Consultants into an international company with twenty-six offices throughout North America, South America, and Europe. Goldfarb has been a consultant to many national and international companies including Ford Motor Company, Toyota Europe, DeBeers, Four Seasons Hotels and Resorts, and others. Howard Aster taught political science at McMaster University, Carleton University, and McGill University, and served as a consultant to numerous Canadian government departments and cultural organizations. He is the author or editor of eleven books and has published over one hundred articles.